Internet analysis group Ovum has warned of possible turbulence for the internet economy as more than two-thirds of customers say ‘no’ to internet tracking.

The analyst found that users are increasingly turning towards new tools that allow them to remain “invisible” to data targeting.

Ovum’s Consumer Insights Survey found that 68 per cent of users across 11 countries would use a “do-not-track” (DNT) feature if it was readily available, which could possibly compromise the effectiveness of targeted advertising, CRM, big data analytics and digital industries.

“Unfortunately, in the gold rush that is big data, taking the supply of ‘little data’ – personal data – for granted seems to be an accident waiting to happen,” said Mark Little, principal analyst at Ovum. “However, consumers are being empowered with new tools and services to monitor, control, and secure their personal data as never before, and it seems they increasingly have the motivation to use them.”

“Internet companies need a new set of messages to change consumers’ attitudes. These messages must be based on positive direct relationships, engagement with consumers, and the provision of genuine and trustworthy privacy controls,” comments Little. “Most importantly, data controllers need a better feel for the approaching disruption to their supply lines, and must invest in tools that help them understand the profile of today’s negatively-minded users – tomorrow’s invisible consumers.”